One of the topics that has come up lately in discussions has been the concept of a “Private Beta”.  Having been responsible for the go to market strategies and successful launches of software products in the past, I’ve been fortunate to have learned a number of things along the way.  One hidden gem that I think many times is overlooked during a software company’s private beta phase is:

Gaining an understanding of the SPECIFIC thought process of how users evaluate the product.

Everyone wants users to tell them how great their product is and what could improve.  But what if rather than just going to market with a slightly better product, you could also go to market with a keen awareness of how your target market will be evaluating your offering? This isn’t the easiest thing to do, and in order to do it, your private beta needs to be structured with this objective in mind.  It can’t just be “use it and tell us what you think”.  You should have a set timeline for the private beta, with well defined milestones and feedback loops, just like any other project.

Here are 3 major things to consider that should help you on your way:

1) You want to understand what the private beta users expectations are going in, before you provide them with access. You want to understand what they hope your product will do for them, what they think it will do for them (based on your website, the information you’ve given them in the past, etc), and why they are interested.

2) Next, you want to understand their immediate first impression. When they initially are provided access, what did they think? What questions did they have immediately? What impressed them right away.

3) Further on, you want to understand the reasons that these users find value in the offering

Capture this information, document it, analyze it…etc.

Ultimately, you want to understand what you can do to keep your future customers engaged and extremely successful at every point of their relationship with you.   When they initially contact you, when they are evaluating your solution, when they sign on and begin using your product, AND hopefully when they are evangelizing your product to others.

BONUS:

Here’s an example of a first step and email to kick things off:

Send a precursor email or call (depedning on your participant numbers) that tells them that you are preparing to open up access to them in the coming week, but that first you would like them to tell you why they are interested and what they hope your product will do for them.  Ask them to simply respond, so that you have some real data about their personal expectations and hopes for your product.

EXAMPLE EMAIL TO SEND FIRST:

Hello _______,

Thank you again for your interest in <INSERT YOUR PRODUCT NAME HERE>.

We are excited to inform you that next week we will be providing you access to <INSERT YOUR PRODUCT NAME HERE> in response to your interest in our Private Beta.  Before that time we would like you to simply respond to this email and tell us why you are interested in particpating, and what you hope <INSERT YOUR PRODUCT NAME HERE> will do for you.  We are collecting this data now, before you see <INSERT YOUR PRODUCT NAME HERE>, so that we have an understanding of what your personal expectations and hopes for our product are.

Our goal is to make our customers/users wildly successful. Understanding your expectations prior to your initial impressions will help us to better hone our messaging, so that we can communicate the value of our offering most effectively.

We greatly appreciate you taking the time to respond with this information and we look forward to working with you.

Starting tomorrow, November 6th, I will no longer be Autotask’s Community Evangelist.  I’m extremely excited to be joining Apprenda as Director of Business Development. The work that Apprenda is doing is game changing, and there is no place I’d rather be at this point in my career.

I’ve been with Autotask for 2.5 years now, and it’s been an awesome ride.

Just over a year ago we launched the Autotask CommunITy, which originated as a “skunkworks” project of mine.   From the initial idea, to its conception and continued improvement, the Autotask CommunITy has been my full time responsibility at Autotask for the last year.   In that time, it has grown incredibly into a thriving community of over 13,000 members and has radically impacted the way Autotask as a company operates.  To cap it off, last night we were awarded a coveted ITSMA Marketing Excellence Award, specifically for the work we’ve done with the Autotask CommunITy.  That honor is just as much the claim of the thousands of brilliant IT professionals that make up the Autotask CommunITy, as it is any of ours.

In addition to the Autotask CommunITy, I was also able to help Autotask launch its product on the global market back in 2006 (my first project).  Then in early 2007, I was able to help introduce Autotask’s first mobile solution (Autotask LiveMobile).  I’m extremely thankful for the work I’ve been able to do with Autotask over the course of the last 2.5 years.  It’s been challenging, fulfilling and rewarding.  As their 65th employee back in 2006, they’ve now grown to over 130 people, and last week were awarded the New York Capital Region’s Best Places To Work award for the 5th straight year!  No other company has ever received the award so many years in a row, and it’s really a testament to the great people that I’ve had the pleasure of working with there for the past 2.5 years.

I want to thank all of my co-workers at Autotask, and all of the members of the Autotask CommunITy for such a wonderful experience.  I could name names and go on for pages thanking individuals, but I’ve made it a point to personally speak with many of you already.

Thank you all, and best wishes for continued success.

As someone who’s always been fascinated by the human mind and how we think and make decisions, I was very interested in the concept of multiple mental models, outlined by Charles Munger in Poor Charlie’s Almanac. Back in May, I was introduced to ThinkMentalModels.com, and conversed with Dean Isaji, author of the ThinkMentalModels compilation.

I recently had a chance to catch up with Dean and I ask him a few questions about the multiple mental models concept, and his work.

Dean’s Background

A bit of a background on Dean before we jump into the questions. Dean is a graduate from Cambridge, England and first worked in South Africa, for Eskom (the utility company). After completing his MBA at the University of Cape Town and then, after a spell in Hong Kong, he began working in the strategy and planning department at British Airways, in London. Presently Dean is pursuing some entrepreneurial ventures in America, through his own holding company.

Questions

1) How long have you been interested in the concept of multiple mental models?

I have been reading and thinking about the mental model concept for about 9 years. In the main this has consisted of reading – a lot – and making copious notes. The initial idea of trying to think better came from reading Tony Buzan’s Mind Map book.

2) What motivated you to compile the Think Mental Models collection?

At first, I wanted it for my own reference – thinking it would be handy to have it accessible on a PDA via the internet. But after reviewing the initial idea with some friends, I thought there would be real value to others. Hence I have complied an affordable PDF available for purchase.

3) Of the 130+ models contained in the collection, are there 10 or so that you find are used the most?

The most used  is the ‘disconfirming evidence’ model. I have then broken the others up into various categories – more specialized than the broader website categories – and use a memory system in order to apply them to a given issue. I cannot really say that there are therefore 10 most useful models.

4) What is the greatest benefit that you have reaped from using the multiple mental models approach to decision making/problem solving?

I have found that I’m able to think with more speed and rigor when confronting an issue. There is the added advantage of ‘confidence’. This is a little harder to quantify, but – paraphrasing Charlie Munger – the confidence comes from almost always being able to provide useful inputs in a group setting, often with people much smarter than myself.

5) Do you have suggestions for study tactics and ways to retain the mental models outlined in the collection?

I do use an extensive memory system and I practice the models on a daily basis. At this point I don’t really want to get too much into execution as I may develop it into an online course.

6) Any additional suggestions or information you’d like to share.

What I have found surprising is that many people cannot immediately see the benefits of thinking broadly across disciplines. But even considering my own education, at no point was I taught to ‘think about how I think’. This is probably true for others and may be one of the explanations for why people tend to shy away from an active mental model process. The other reason may be much simpler. In ‘Men and Rubber’, by Harvey Firestone, the author recalls a Thomas Edison quote – “There is no expedient to which a man will not go to avoid the real labor of thinking“.

You can view a number of the mental models on Dean’s website.  However, I HIGHLY recommend the ThinkMentalModels compilation PDF.  At $4.45, it’s easily worth at least 10 times that.

Chris Brogan posted a question this morning, looking for feedback regarding what people felt new marketers and new media marketing agencies should be doing. As always, Chris’ post and the related comments are well worth the time to read in their entirety.

So what do you do Jesse?

I’ve thought about what I do, and I think it can be boiled down to this:

I help organizations explode the traps of traditional thinking about business, and realize the value of every individual.

Every individual that has any form of relationship with your organization (employee, customer, partner, prospect, etc) has value beyond what’s on the surface. Anyone can be an evangelist for your organization, anyone can bring you the “next big thing”, anyone can help you fix a business problem. It’s your job to let them, engage them and nurture them.

What is “new marketing” specifically?

As someone who’s been in marketing for almost 5 years now, having had no formal training, my thinking about business and marketing is almost exclusively shaped by my experience and personal character. I love people, and am a firm believer in the value of every individual.  From a marketing perspective, this means I believe that organizations need to be as closely connected and engaged with their customers and market as possible. Marketing is a conversation. It’s not just about what YOU do as a company. It’s about what the INDIVIDUALS IN YOUR MARKET tell you you’ve done/do, what they tell OTHERS you’ve done/do, what they tell you they need and how YOU respond.

What about all the cool new tools?

New marketing isn’t just about the new tools, the new mediums, the messaging… it’s about changing an organization’s mindset and approach to how they operate and interact with their market.

Enough about what I think, what do you think?

Oh wow, you’re the CEO!?  SENIOR Vice President, you must be really important!

…YUCK!

Titles Influence Actions

Think about this. If you automatically attribute certain rights and privileges to a certain “class” of titles, your interactions with those people are artificially influenced right out of the gate. In addition, if you attribute a level of superiority with certain titles and YOU have one of those titles, that can influence the way you interact with other people as well.

I was talking with someone recently about an issue at their company.  They said that they thought that they had a fine solution, but they didn’t feel comfortable sharing it because they’re not “a director”.  Please!!!  That kind of stuff drives me nuts. As I shared with him my feelings about that kind of thinking, it became clear that he had gotten the “who are you to suggest something to me?” treatment from people in his company before, which sadly prevents him now from speaking up.

Knowing that certain kinds of titles influence the way people act, why do we still insist on having those types of titles within our organizations?  Don’t we want every person within our organization to feel like they can disagree with anyone, and that their ideas are as important as anyone else’s? Don’t we want people to gain respect and admiration based solely on their contributions and character, not an artificial label?

So what’s your title? Do you think people would address you differently if your title were something “less important”?

Time For A New Approach

Why not revisit the way you assign titles?  Do you need them at all?  Maybe each person in your company can make up their own title?  Maybe your title is based on the department you work in, and is the same as everyone else in the department?  Maybe a title has clear objective accomplishments that need to be met in order to attain it, yet it’s not tied to any rigid management hierarchy?

In the end, it comes down to the culture and management structure of your organization.  Unfortunately, some companies want titles to keep people in a box.  Other companies have traditional titles, but they have such a strong culture of equality and value for each individual that titles may not have much of an effect on the way people treat one another.  In the end, titles alone will obviously not solve the problem of overly hierarchical and bureaucratic management, but they can play a role in breaking down those barriers.

Only you can judge the effects of titles in your organization.  It’s worth considering.

When it comes to innovation and the nurturing of new ideas, I’m a firm believer in participation by a very diverse group of people within one’s organization.  You may not think that the lady in HR has anything insightful to add to a conversation about a totally new technology idea - but that is exactly why you should include her.

Something New or Different Introduced

Innovation by definition is “something new or different introduced”.  Why not do exactly that in your process of nurturing new ideas? Introduce someone totally new to the process.   Someone you would never imagine could have anything to add.

I venture to say you will be pleasantly surprised with the results.

Here’s a great exercise to help re-energize your team:

Tell every member of your team that you want each of them to forget about everything that they are currently working on, and take the time to come up with what THEY think they should be working on. What THEY think should be their highest priority.

In addition, ask them to look at what every other member of the team is currently working on, and come up with what THEY think each person’s highest priority item should be.

Then, have a meeting to discuss all of these things, brainstorm and re-align your priorities.

People become numb. They become lulled to sleep, not willing to participate in the overall team effort aside from doing their individual tasks and calling it a day. They no longer have a drive to disagree, to be creative or to voice their opinions and ideas.

Why does this happen? In thinking about it, I’ve come up with the 5 dysfunctions of a team as I see them. (I know of Patrick Lencioni’s book with the same title, though I’ve never read it.)

1) Poor Leadership – Poor leadership causes everyone else to suffer. In reality, poor leadership is really the only thing to blame for poor team dynamics.  Leadership needs to recognize the signs of the remaining four dysfunctions, and fix them quickly.

2) Poor Process – Poor process will quickly lull people to sleep and drive teams apart. A poor process can be defined as: no process, a process that is clearly broken, or a process that changes all the time. A process changing and improving from time to time is one thing. However, if you have a fire drill every time a certain task needs to be completed, you have a poor process and you need to spend the time needed to fix it. A poor process just frustrates people.

3) Poor Relationships – Strong professional relationships are key. This needs to be fostered by leadership as well. One simple way to foster strong professional relationships amongst team members is to stress their importance frequently. Like most things, just bring it up. Tell your team that it’s important that they all have good relationships with one another, and that they feel comfortable providing constructive criticism and asking each other for help/input.

4) Lack of Shared Vision – If your team doesn’t have a shared vision for what you are trying to accomplish, how do you expect to accomplish it? Don’t expect that everyone will have the shared vision because you mention it once a year. It needs to be reinforced, brought up frequently, and you need to be evaluating the things that your team is doing to make sure they are furthering that shared vision. Without a shared vision, people can easily become disengaged and feel like they are doing busy work.

5) Lack of Ownership – This is vital for two reasons:

• Ownership motivates people to do their best. If you tell someone that something is “theirs” and that they “own it”, most people are going to do the best they can.  If no one owns it, it’s going to be mediocre.

• If no one owns it, there is no one to hold accountable when it doesn’t get done.  This also means that people will feel like someone else should have done something, which weakens relationships between team members.

Don’t let your team become numb.

One of the things I love most about working is having the opportunity to sit down next to someone else and work side by side with them on something. I literally go out of my way to work with people this way if at all possible. I learn so much, and it’s an opportunity for me to hopefully impart something worthwhile to the person I’m working with. Sure, there are always things that you simply need to just focus on and get done on your own. But when you need to interact with someone else on your team, why not work side by side with them whenever possible?

Working this way is a powerful tool you can use to help create a culture of innovation within your organization/team. Here’s how:

1) Preface your interaction/work session with something like this:

“My goal every time I work side by side with someone like this, is not just to accomplish the task at hand. I have two other things that I explicitly want to accomplish. I want to learn something from you – I want YOU to teach ME something. At the same time, I hope to share some bit of knowledge, or teach you something as well. So please, try and teach me something, I will try my best to do the same.”

It’s important to set expectations this way, especially if you are working with someone that reports to you. Some people will feel like you are micromanaging, so just be clear about your intentions and goals.

2) Recap – When your work session is over, tell your co-worker what you’ve learned and ask them what they learned. THEN, ask them if what you learned is what they were trying to teach you and vice-versa.

3) Encourage everyone on your team to do the same when working with one another.

4) Periodically talk about the things that you’ve learned over the course of a given week or month, and ask the rest of your team members to do the same. It’s probably good to vary the frequency of these discussions.

This accomplishes a number of great things:

1) It shows that you respect your team members, and that you don’t think you know it all.

2) It shows that you are not just task oriented, but that you have an interest in your team members’ development.

3) Knowledge sharing happens, respect for one another increases, and stronger relationships develop throughout your team.

4) Your team members learn, grow, and become more engaged.

All making your job as a manager/team leader that much easier, and helping to create a culture of innovation within your team.

“We don’t claim to have perfect morals, but at least we have a huge area of things that, while legal, are beneath us.  We won’t do them.  Currently, there’s a culture in America that says that anything that won’t send you to prison is okay.

We believe there should be a huge area between everything that you should do and everything you can do without getting into legal trouble.  I don’t think you should come anywhere near that line.  We don’t deserve much credit for this.  It helps us make more money.  I’d like to believe that we’d behave well even if it didn’t work.  But more often, we’ve made extra money from doing the right thing.” – Charles Munger

I’m a firm believer in doing what is right, regardless of the cost.  It’s great to see a company as successful as Berkshire Hathaway taking this stance.